Research on the Influence of Entrepreneur Personal Information Socialization on Consumer Brand Preference

The rapid development of social media has led to more entrepreneurs' personal information exposing. It indicates consumers receive a large amount of personal information and related comments of entrepreneurs every day. Through the content analysis method, this article uses the data crawler tool to capture the comments of the entrepreneurs' personal information exposed on the social media website. After statistical analysis of the event reviews, it was found that the positive exposure of entrepreneurs’ personal information will give consumers positive feedback and preferences for the brands of their companies. But the negative personal information can cause negative comments for consumers, thus lower preferences for their products and brands, especially moral information. Keywords—personal information socialization; entrepreneurs charm; information content type; brand preference